Focused entirely on growth, the 2016 ANA Masters of Marketing Conference served as a masterclass for how attendees can move the needle, build momentum, and ultimately raise ROI. These are 10 of the key tips our speakers provided during the four-day event.

1. from the
KEY TAKEAWAYS
10

2. 2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.
The ANA Masters of Marketing
Conference is all about growth.
Whether it’s moving the needle
on consumer engagement,
investing in data and analytics,
building teams that can adapt and
evolve, or boosting the bottom
line, success for marketers
means building momentum and
driving growth.
HERE ARE 10 TAKEAWAYS FROM
THIS YEAR’S CONFERENCE.

3. “Much of what we
express as content belongs
in a box and should never
be opened, because it’s
a trap — a content crap trap
— never to be caught in.”
— MARC PRITCHARD, ANA CHAIRMAN AND
CHIEF BRAND OFFICER AT PROCTER & GAMBLE
3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

4. Consumers deserve a good experience when watching ads. Brands need to
step up their game and provide ads that sell and that are of a good enough
quality that consumers will actually stick around to watch them.
4© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

5. “Never before has there
been so much opportunity
to make change and
build brands.”
— DEBORAH WAHL, U.S. CMO AT MCDONALD’S CORP.
5© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

6. From live events to virtual reality to long-form branded content,
marketers have no shortage of ways to find and connect with an audience,
and then tell powerful stories that fuel a brand’s momentum.
6© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

7. “Be accountable for having
working knowledge of what’s
out there and empower your
people to make decisions.”
— DENISE KARKOS, CMO AT TD AMERITRADE
7© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

8. You don’t have to be an expert in everything from analytics to Gen Z,
but you should know enough. Hire the right people who are experts and
rely on them for their knowledge and to help make informed decisions.
8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

9. “You need to have a content-first
ecosystem. It’s all about your
consumers. Let them know
you care about them.”
— STEPHANIE MCMAHON, CHIEF BRAND OFFICER AT
WORLD WRESTLING ENTERTAINMENT (WWE)
9© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

10. Beyond the quality of your product, consumers need a reason to care
for your brand. Telling meaningful stories that have purpose and
provide value can lead to a powerful brand-consumer connection.
10© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

11. “Scale and personalization
are a must in today’s market.”
— ALISON LEWIS, CMO AT JOHNSON & JOHNSON
CONSUMER COMPANIES
11© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

12. General messaging that’s not directed at any particular audience will
no longer cut it. The technology exists to create personalized messages and
deliver them at mass scale, and marketers need to adapt.
12© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

13. “Be radically simple.”
— CONNIE WEAVER, EVP AND CMO AT TIAA
13© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

14. Communicate in a visual way, with plain language, and with a singular
message. The world is complicated enough; don’t make consumers have to
puzzle out your brand value. Be clear and purposeful in your communications.
14© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

15. “Collaboration is messy. It means
pushing against that stubborn mindset
of ‘We’ve always done it this way.’”
— DIEGO SCOTTI, VP AND CMO AT VERIZON COMMUNICATIONS
15© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

16. Collaboration is a key to innovation and breakthrough marketing,
but it can sometimes be difficult to achieve when there’s a culture
of complacency. Persevere, push, and build teams that can
work together to move the brand forward.
16© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

17. “We have a motto at Shake Shack:
‘The bigger we get, the smaller
we need to act.’”
— EDWIN BRAGG, VP OF MARKETING AND
COMMUNICATIONS AT SHAKE SHACK
17© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

18. Keeping a focus on community and maintaining an active dialogue
with customers can drive a passionate following for your brand.
18© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

19. “The world is clearly changing,
and too many people …
are holding on to the past.”
— GARY VAYNERCHUK, OWNER OF VAYNER MEDIA
19© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

20. Innovation and disruption are two sides of the same coin. Marketers need
to be nimble enough to respond and adapt when disruption happens, and
ready to pounce when an opportunity to evolve comes their way.
20© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

21. “I will not sign my name
to anything unless I feel it
brings pride and honor to
my father’s name. That’s the
standard I would ask you to
hold yourselves accountable
to, and that you hold your
people to. When you do that,
you’ll inspire great work.”
— JIM SPEROS, EVP OF CORPORATE
COMMUNICATIONS AT FIDELITY INVESTMENTS
21© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

22. Quality is more than justifying the cost of something. Make sure that
what you create is worth the time and energy that went into it —
and that the end result is something you can be proud of.
22© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

23. All content for this presentation has been selected from sessions at the 2016 ANA Masters of Marketing Conference.
Want more wisdom from our biggest event? We’ve got you covered:
Marketing for the Year in Which We Actually Live
Ambidextrous Marketing: Embracing the Power of Ambiguity
Things I Wish My Father Told Me About Creativity
Building a Better and More Relevant Brand
Sources
23© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.